the truth methodologySeptember 13, 2017Jasmin Malone

truth® is a nationally recognized

youth brand that combats smoking

among teens.

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BACKGROUND

Our miss ion: Reduce the smoking rate to 0.

Our approach: Give our audience the tools to be the generation to end smoking. Don’t preach.

Our style: Have fun. Make noise. Be pos itive. Do it with swagger.

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THE CHALLENGE

Enormous success as an anti-brand using facts to expose that Big Tobacco’s lies

But in today’s data-rich, always connected, transparent world – the “facts” have a less revelatory impact

Elusive competition – less overt, but equally powerful

P roliferation of new products

Today’s youth do not connect with brands in the same way previous generations once did

02468

10121416

12-14 15-17 18-21 22-25

Perc

ent

(%)

Age at Interview

2002-20062007-2012

*NSDUH, 2002-2012

Smoking Initiation by Age and Time Period*

SHIFTING AGE OF SMOKING INITIATION

Source: 2012 NYTS data from Amrock et al. 2015.

SOCIAL ACCEPTABILITY OF LIGHT / INTERMITTENT SMOKING

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Source: Monitoring the Future Survey, 1997-2015*Youth current smokers include those who report having smoked a cigarette in the past 30 days**All youth include 8th, 10th and 12th graders, combined

28%

7%

0%

5%

10%

15%

20%

25%

30%

1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015

Perc

ent

Year

Past 30-Day Youth Cigarette Use: 1997-2015, MTF

CIGARETTE USE

t

RATHER THAN EXCLUSIVELY MESSAGING THE 6% OF YOUNG PEOPLE WHO ARE STILL SMOKING…

6%

15-21 year olds , of all ethnicities, who:- are cons idering picking up their 1st cigarette

and / or engaging in social smoking (cigarettes, hookah, little cigars)

- are part of the 93%

Maintain focus on our as pirational 18 year old target

They define success as :- Making a pos itive impact on the world

around them- Being affirmed by their peers

Futures Company Adweek Marketo Psychological science 9

94%

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WHO WE ARE

truth IS…. truth ISN’TEVERYONE against Big Tobacco Smokers vs. non-smokers

Pro non-smoking Anti-smoking

All about having a good time About drinking or getting drunk (no alcohol images)

Irreverent, unexpected and fun Goody-goody, preachy, judgmental

Provocative Taking itself too seriously

Inclusive Hating on anyone because of their gender, race/ethnicity, religion, age, disability, national origin

Funny, clever Crass , overtly sexual, dirty, objectifying of women

A brand, a movement, a revolution a PSA, a commercial, a charity, non-profit, organization

Rooted in fact Rooted in fear

One unified, ownable truth brand voice to communicate across all platforms, from social to experiential to broadcast. A singularvoice will allow us to assert ourselves in culture as a Top 10 youth brand and empower this generation to end teen smoking for good and #FinishIT .

Teens are pass ionate about a

lot of topics , just not smoking

INSIGHT

What can I do about it?

Why should I care?

Show teens how smoking affects the

things they care about now

STRATEGYOPPORTUNITY

Challenge the social acceptability of

combustible use. Confront the

misconceptions that the consequences of

smoking happens later in life.

Smoking affects you in unexpected ways , whether

you're a smoker or not.

CREATIVE

STRATEGIC FRAMEWORK

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Inspire them to “Be the generation that ends smoking” by connecting the impact of cigarettes (and tobacco) to the things that matter to them. Such as:

AREAS MOST RELEVANT TO OUR AUDIENCE

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● Animals● Environment● Social Injustice● Dating● F uture F inancial Success

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OUR VOICE EMPOWERINGNon-judgmental and Positive. Inspires smokers and non-s mokers alike to join the movement.

UNEXPECTEDTells you something you didn’t know. Makes you say, “Did they just do that?!”

PROVOCATIVECreates a visceral, emotional reaction. Incites action.

PUNK-ROCKEdgy, anti-establishment attitude. Not cute, parental or corpo.

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ONE VOICE ACROSS ALL CHANNELS

TVIt’s our broadest medium with a relatively short time to get F inishers’ attention, so we need to be bold and concise.

PAID DIGITALLess is more. Concise and let the pictures do the talking.

SOCIALSocial is more of a dialogue, so we are conversational to keep it fresh.

THETRUTH.COMWe’re speaking to a more captive audience who’ve come to us. We are entertaining but not at the expens e of clarity.

We dial our voice up or down depending on the channel, but it all feels like it’s coming from the same person.

WHERE WE’VE BEEN

✓ Ignited a social movement

✓ Addressed the re-glamorization of smoking at scale in culture and disentangled the connection of smoking and attraction

✓ Introduced the rising challenge of alternative combustibles

✓ Used the power of social influence and social language to re-define social smoking and re-frame what a smoker is today

✓ Show how smoking has an unexpected impact on the things you care about right now

✓ Expose Big Tobacco’s targeting practices of underserved communities

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*Link goes to a non-HHS website which may not be accessible to all visitors

Link to "Business or Exploitation?" video from original presentation*

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*Link goes to a non-HHS website which may not be accessible to all visitors

Link to "#StopProfiling" video from original presentation*

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